The Shift

Instead of playing catch up

A focus on an
overlooked benefit

The Challenge
Protect market share: Keeping AT&T customers in the face of increased competition

AT&T was losing iPhone exclusivity to Verizon – and with a reputation for dropped calls and spotty service, the company feared the worst. How could they win the market share battle?

The Insight
As tempting as it was to talk about the limits of Verizon’s iPhone and network, it didn’t resonate.

Consumers instead were much more interested in hearing about what they did get uniquely as an AT&T customer, especially the ability to talk on the phone and surf the web at the same time. We developed an internal rallying cry of contrast without conflict, and helped AT&T focus on the positive.

The Result

The messaging consistently focused on strengths inspired the successful “Talk and Text” campaign—and helped AT&T keep market prices stable, retain existing customers, and attract new ones.